Under-delivering campaigns are part and parcel of the online advertising industry. They can be frustrating, time-consuming to resolve and even panic-inducing…“we have to deliver, we need to ramp up immediately!” is a cry we’ve all heard. Sometimes over-zealous sellers can over-promise on inventory availability and this can result in disappointing under delivery, both on numbers and on client expectations.
It is important to ask ourselves why this happens. Pre-roll video is scarce and consequently, we’ve become highly selective about content, use data where we can and are laser-focused on who we want to talk to either from a demographic, geographic or socio-economic perspective. I have also heard it referred to as “targeting gone crazy.”
As an industry we need to take heed and understand how our desire to over-target is affecting the important issue of under-pacing. We need to find a comfortable middle ground – especially in the highly scarce in-stream space (where there are 100 display impressions for every pre-roll impression).
In the meantime, here are five tips to combat under-delivery: